I=5
Madison & Wall forecasts U.S. ad spending (excluding political ad spend) will grow 6.6% y/y in 2026
- Madison & Wall forecasts U.S. ad spending will grow 6.6% y/y in 2026, or 8.9% when political advertising is included.
- It projects 2025 ad spending will grow 11%, up from their last projection of 3.6%.
- It forecasts social media ad spending will grow 14.2% in 2026 versus 16.6% in 2025.